JB 4520 Social Media Spring 2010

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JB 4520 Social Media Spring 2010 Powered By Docstoc
					Instructor: Bill Handy Office: Paul Miller Bldg. Room 307 Office Hours: Tues. & Thur. 10:30 a.m. – 1:30 p.m. or by appointment You may also reach me using one of these communication tools: Email: bill.handy@okstate.edu Blog: www.billhandy.com Google Voice: 918.289.2605 Facebook: facebook.com/billhandy Text: 9182604883 Skype: bill.handy Twitter: @billhandy LinkedIn: www.linkedin.com/in/billhandy Class Schedule - This course will be held online and will incorporate the use of a wiki, twitter, youtube, www.sociallyorange.org, your own personal blogs, and other social media tools. Topics of discussion will be posted twice weekly within whatever media is being used (i.e. powerpoint will include a slide with a topic of discussion, youtube video will include a topic of discussion somewhere within the video, etc. Topics of discussion will be clearly defined and identified). Please visit the wiki (http://jb4520.pbworks.com) and note any other requirements to participate in discussion or assignments and their due dates. Required reading: http://www.chrisbrogan.com/ http://mashable.com/ http://www.problogger.net/ http://www.web-strategist.com/blog http://www.beingpeterkim.com/ http://altitudebranding.com/ http://www.briansolis.com/ http://www.socialmediaclub.org/ http://www.pr-squared.com/ http://brainsonfire.com/blog http://www.billhandy.com (if you are bored)

JB 4520 – 351 Social Media Oklahoma State University – Spring 2010

Social Media:

“The media, communications, and marketing landscape in which the public relations industry was developed is being knocked down [...] It is the decline of media based on a top-down model of communications. In this model, a small group of elites are briefed in advance with messages that are too often tightly scripted to brief the national newspaper, broadcast networks and newsmagazines. The message is then simplified and communicated to a mass audience via advertising or as “earned” editorial. This model is premised on the audience being passive receptors for the message [...] In the emerging model, as epitomized by YouTube, MySpace, Oh My News and Wikipedia, ordinary people provide content to others. Ideas and information are passed virally. This consumer generated content alters the laws of control of message. Many are calling this new social and user driven media „Web 2.0.‟” – Richard Edelman, CEO Edelman
Student Learning Outcomes and Objectives: Learning Outcomes for the School of Journalism and Broadcasting: Oklahoma State University undergraduate students in the School of Journalism and Broadcasting will:  Demonstrate an understanding of the relevant constitutional freedoms, legal issues and ethical principles in mass communications.  Demonstrate an understanding of the relevance of human diversity in mass communications.  Demonstrate an understanding of the history and social role of mass communications.  Demonstrate critical, creative and individual thinking.  Demonstrate an understanding of the relevant theories and concepts of mass communications.  Demonstrate an understanding of the methods and techniques of research and information gathering.  Demonstrate appropriate writing, editing and production techniques in mass communications.  Demonstrate an understanding of relevant planning and management methods in mass communications.

In this course, we will specifically address the following learning outcomes of the school in these ways: Upon course completion, students should demonstrate competency in: (1) Understanding the application of social media tools that are used to obtain ethical PR objectives (2)Understanding the ethical relationship between social media as it pertains to mass media and public relations practice (3)Effectively identifying diverse target audiences and planning communication messages (4) Applying selected social media writing techniques (5) understand strategies for successfully using social media in both proactive and reactive situations. Direct Outcome Assessments: Students will demonstrate competency through the successful completion of the following assignments and examinations: Assignment #1 What’s in a name? =50 Assignment #2 Your Conversation =400 Assignment #3 Tweet it =50 Assignment #4 Online resume =50 Online engagement in conversations =200 Final =100 Total points = 850 Grades will be assigned as follows: A = 765 - 850 B = 680 - 764 C =595 - 679 D = 510 - 594 F = 0 - 509 Indirect Outcome Assessments: Demonstrating competency in this course through the successful completion of exams and assignments should be further evidenced by students’ success in subsequent PR courses and securing PR internships and jobs. Portfolio Requirement: Reminder: To comply with the assessment requirements of Oklahoma State University and the Accrediting Council on Education in Journalism and Mass Communication, the School of Journalism and Broadcasting requires that all undergraduate students majoring in the School develop and maintain a portfolio exhibiting specific and appropriate assignments or projects from SJB classes. School faculty, staff and industry professionals will evaluate these portfolios periodically and offer guidance and constructive criticism. It is anticipated that the portfolios will be helpful in showcasing students’ performance when they apply for internships or jobs. Specifics of portfolio content will be determined. Proposed Portfolio Organization  Current resume  List of references  Statement of goals  Appropriate class projects or assignments  Program entry date In this class, an online resume, blog, and online persona will be required for your portfolio. Assignments: All assignments are to be completed and submitted according to set deadlines. Late work will be accepted with a 20% per day deduction and makeup exams will be given only in rare instances. This is done in fairness to those students who turn in their assignments on time. All out-of-class assignments MUST be submitted in computergenerated or typed form, double-spaced, 12 point font. NO handwritten material will be accepted, and all out-ofclass assignments are due before or at the beginning of class on the due date. Standards for Written Work:

Written communications is an essential tool for any professional. As with any skill, writing well is the result of practice, followed by feedback, and the use of relevant and appropriate sources. Therefore, the quality of writing is graded as part of every written assignment. You should address the following guidelines when preparing your paper. Content, Development, Readability & Style 55%  All key elements of the assignment are covered in a substantive way.  Content is comprehensive, accurate, and/or persuasive.  Major points are stated clearly, are supported by specific details, examples, or analysis, and are organized logically.  Where appropriate, the paper supports major points with theory relevant to the development of the ideas, and uses the vocabulary of the theory correctly.  Theory and practice are integrated, whereby the writer is able to link theories to practical experience (i.e., application to a real-world work setting).  Research is adequate and timely for the topic.  The context and purpose of the writing is clear (e.g., critique, research, sample memo, and business plan).  Sentences are complete, clear, and concise.  Sentences are well constructed, with consistently strong, varied structure.  Sentence transitions reinforce the flow of thought.  Words used are precise and unambiguous.  The tone is appropriate to the content and assignment. Organization 20%  The structure of the paper is clear and easy to follow.  The paper’s organization emphasizes the central theme or purpose and is directed toward the appropriate audience.  Ideas flow in a logical sequence.  The introduction provides sufficient background on the topic and previews major points.  Paragraph transitions are logical and reinforce the flow of thought throughout the paper.  The conclusion is logical and flows from the body of the paper.  The conclusion reviews the major points. Format 10%  The paper, including citations and the reference page, follows guidelines given.  The paper is laid out effectively and uses reader-friendly aids (e.g., sections, summaries, table of contents, indices, and appendices), when appropriate.  The paper utilizes references appropriately.  Features such as headings and italics aid in the readability of the paper and are not overused.  The paper is neat, with attention given to format requirements. Grammar, Punctuation, & Spelling 15%  Rules of grammar, usage, and punctuation are followed.  Spelling is correct. Course Policies: Online class behavior: General online decorum surrounds a philosophy of "do no harm". Our goal, by the end of the semester, is to create an online repository of collective knowledge built through an online engagement of conversation and sharing of information. You will have access to this information as long as you like.

JB 4520 Rules of Online Discussion/Engagement (in no specific order) follow: (Taken in part from JB 4520 Spring 2009 - billhandy.com/2009/01/28/23-rules-of-social-media-engagement)
                   

Stay on topic Be yourself, don’t fake it. Be honest Be elementary Be simplistic so anyone can read it Watch your language. There is a time and place for everything. Know those times. o All that being said, communicate to your audience Listen first then respond Be open minded Care Have fun Be passionate about your topic Be patient Do a little research. It isn’t all off the top of your head Don’t be redundant Be engaged, be proactive Be transparent, don’t be a pseudonym Be respectful and respect people’s comments. Everyone is entitled to their own opinion Be tactful Respect your position or implied position Don’t be self centered, comment on other's comment

Attendance Policy: Although this is an online course you are still expected to participate in all discussions and complete all assignments weekly. There will be no makeup work. Please note - More than three missed discussions or assignments will lower your course grade by one full letter grade. Academic Honesty: Credibility is ultimately important in our business. Therefore, students suspected of plagiarizing or any other form of academic misconduct and/or dishonesty may receive a grade of zero for the assignment and/or the course. Special Needs: If you require special accommodations to take this class, you should inform the instructor immediately. This syllabus is subject to revisions as the course progresses. You will be notified of any changes in writing. Weekly assignment and reading schedule ASSIGNED READING – It is important that you read all materials to be discussed in class before you come to class (i.e. on Thursday, January 17 you will need to read Chapter 12 before arriving in class). This will allow us to have an intelligent collaborative discussion which will be used not only as a learning tool, but will also be used to determine your class participation grade. If we are not able to have an intelligent, collaborative discussion we will instead have a quiz. WEEK ONE: Tuesday: Thursday: Course introductions Social media history and applicable theory

WEEK TWO: Tuesday: Thursday: WEEK THREE: Tuesday: WEEK FOUR: Tuesday: WEEK FIVE: Tuesday: WEEK SIX: Tuesday: WEEK SEVEN: Tuesday: WEEK EIGHT: Tuesday: WEEK NINE: Tuesday: WEEK TEN:

The broad scope and power of social media Assignment #1 “What‟s in a name?” Blogging Platforms - Engaging in the conversation Assignment #2 “Your Conversation” Research via Social Media Tools, Tactics and Strategies – Microbloging Assignment #3 "Tweet it” Tools, Tactics and Strategies - Social Networking Sites Tools, Tactics and Strategies - Wikis and Bookmarking Mashable technologies and Dashboards Social Media Release Legal implications of social media Spring Break


“Crowd sourcing” (the greatness which can be achieved) “Cult of Amateur” (risks associated with social media) Getting a job using social media (LinkedIn, VisualCV, etc.) Assignment #4 Online resume Search Engine Optimization in the world of Social Media Future of Social Media and the technology which will get us there Impact of social media and measuring Return on Investment Social Media Feedback Mechanism -0-


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Description: JB 4520 Social Media course at Oklahoma State University